Brand Awareness on a Budget: Making TOFU Work For You

Session Description:

Why does it seem like everywhere you look these days, marketers are talking about brand awareness and top-of-funnel (TOFU) strategies? Well, after nearly two decades of relying on website analytics to assess ad campaigns, the reality that conversions don’t happen in a vacuum is appreciable.

Are you noticing low conversion rates for bottom-of-funnel traffic like Shopping and search ads, poor retargeting performance, and declining direct traffic? Your issue may be a lack of brand awareness.

Or, are you marketing a product with purchase cycles that are out of your control? In that case, brand awareness is the best way to ensure that your website is where people go to buy when the time is right.

But how can you produce brand awareness campaigns if you have a limited budget and resources? How can you convince your boss or client to increase the budget or take it away from lower-funnel campaigns to run brand awareness? How can you prove the results from “untrackable” campaigns?

In this session, Pam explains:

  • Why brand awareness advertising isn’t optional
  • How the right TOFU strategy will improve the return from lower-funnel traffic
  • How to get buy-in on running awareness campaigns
  • How to present ideas for brand awareness content on a budget
  • How to measure results

This session is perfect for consultants, agencies, and in-house marketers of all levels.


Pam Lund

Date: November 8, 2019 1:15 PM

Track: Track 2


  • Pamela Lund
    President & Digital Marketing Strategist - That Pam Chick, Inc.